The Public Relations and Advertising Programme provides opportunities for students to practice the art of effective integrated communication in both public relations and advertising contexts in different kinds of organizations, in an effort to inform consumers and other stakeholders about practices, services or products, to persuade, to reach mutual understanding, to achieve two-way dialogue, and to enhance brand engagement. Students are expected to become effective and ethical communication managers. In the later stages of the programme students will specialize in either Public Relations or Advertising.

IAA Accreditation

The School of Communication has scored a first in the Greater China region by winning recognition from the International Advertising Association (IAA), the world’s most influential organization in the advertising industry. The Public Relations and Advertising Major has been awarded the IAA’s highly regarded accreditation. Students graduating from this Major will be awarded the IAA’s Diploma in Marketing Communications, in addition to the Bachelor of Social Science degree.


Although internship is not required as part of its curriculum for PRA Major, the Department of Communication Studies does have an Internship Coordinator who maintains regular contact with potential employers who frequently offer summer internship opportunities to our students. These internships usually provide a basic salary, some specialized training, career-related professional experience, and an opportunity to observe the communication practices of the organization involved.

Summer Internship Programme
Company names:
Steelcase Asia Pacific
Pop Art Group Ltd.
BatesAsia Hong Kong Ltd.
Media Outreach Ltd.
Circle Communication Ltd.
Lifestyle Federation
BNP Paribas Investment Partners
MediaCom (Group M)
Edelman Public Relations Worldwide (HK) Ltd.
Information Services Department of HKSAR (E-bulletin section)
Exchange / Study Tour
Some of the study tours held are listed below:
  PRA 4 day Seoul Study Tour   9-12 Jan 2013
PRA 4-day Bangkok Study tour 4-7 Jan 2012
Career Prospect

Graduates from the Public Relations and Advertising Option are prepared to take up jobs in public relations firms and advertising agencies functioning as public relations officers, media relation officers, community relation officers, account executives, copywriters, art directors, media planners, marketing communication specialists and web masters. Some graduates are now employed in corporate and marketing communication positions in business and non-profit making organizations. The department has over one thousand alumni engaging in managerial and executive levels in advertising agencies, public relations firms, business, non-profit making organizations, and internet companies.

Major website
Tel: +852 3411-5200